March 22, 2004
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in this issue
-- Don't hire that kid!
-- This week's 5-second question
-- Answer to Last Week's Brainteaser
-- Guerilla Marketing Toolkit
-- This Week in Pictures
-- If you can't handle the heat . . .
-- Always look on the bright side
-- Dress for Success
-- Mow Better Blues
-- Last of the "Moe-hicans" ?
-- This Week's Brainteaser
-- Quote of the Week

Don't hire that kid! back to top
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I was consulting with a landscaping maintenance contractor on his Yellow Pages advertising the other day.   He's one of those "mow, blow and go" guys whose teams hit yards with a flurry and then rush to the next house.

This week's 5-second question back to top
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What's your opinion?

What do you say to convince an advertiser to place ads under headings he hasn't previously considered?

I'll pull the opinions together and report them in an upcoming issue.

Of the dozen or so responses, I liked this one for it's word pictures.

Send your opinion to Dick@YPcommando.com

Answer to Last Week's Brainteaser back to top
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Can you name four days that start with the letter "T"?

OK, I received about a bazillion correct answers.

See the Answer & Our Celebrity Winner

Guerilla Marketing Toolkit back to top
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Anyone interested in local sales and marketing should immediately check out Jay Conrad Levinson's "Guerilla Marketing" books and tapes.

He captures the essence of the grassroots marketing that it takes to survive in any competitive business.

His team has put together a Guerilla Marketing toolkit that updates the best strategies and makes them easier to implement.

Guerilla Marketing goes hand-in-hand with Yellow Pages advertising. The more you understand the principles of building a local business, the better you will be able to become a valuable resource to your clients.

I wanna be just like Jay when I grow up (only with more hair).

Check out the new Guerilla Marketing tools

This Week in Pictures back to top
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I hired this kid to cut my grass. I figured that he wouldn't know that I short-changed him.

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And now a word from our sponsor . . .

This newsletter is underwritten by generous support of TransWestern Publishing, one of the nation's leading independent publishers of telephone directories. Serving 25 states with 332 directories, TransWestern delivers outstanding value to a quarter million local advertisers.

We may not make the most noise in the market place, but we consistently deliver outstanding value for our advertisers.

All in all, it's a very rewarding place to work where individual accomplishment is recognized and rewarded.

We have management positions open in 20 states.

If you can't handle the heat . . . back to top
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I suppose I should pick up all the sticks and stones in my yard before mowing.

Last time I ran over a discarded engine block.

Steve Hackney has some brilliant ideas on creative marketing

Always look on the bright side back to top
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The good news is that this guy saved himself a trip to the barbershop . . .

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Special note to the CMRs (Certified Marketing Representatives) . . .

We've put tons of information for you in the "About Us" section of WorldPages.com.

You will find complete information on directory profiles, demographics, and coverage areas.

We've also put up results of metered call studies and testimonials from advertisers across the land.

The Businesses & Team Members section should be particularly useful.

Check out the depth of information at WorldPages.com

Dress for Success back to top
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This is pretty much how I dress when I'm mowing the lawn.

Here's a lawn mower photo for grown-ups only.

Mow Better Blues back to top
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When I'm mowing the grass, my mind wanders to water skiing . . .

Check out this "Robot Lawn Mower" at Amazon.com

Last of the "Moe-hicans" ? back to top
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It wouldn't be right to have a "mow themed" newsletter without paying a tribute to the biggest moe of them all.

This newsletter about Verizon generated the most responses of any I've written.

This Week's Brainteaser back to top
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Speaking of mowing the lawn . . .

Buford and Festus have plenty of work to do getting ready for tonight's Big Hoedown. That's what they call the annual party when Mabel comes down from the fabulous penthouse apartment.

Buford and Festus have to
1. clean the catfish
2. mow the lawn
3. shovel out the barn for the dance


Each of these chores, when done by one person, takes one hour.

If they start at noon, what could they do to take as little time as possible if they have only one catfish cleaning knife, one lawn mower and one shovel?

Email your answer to puzzler@dicklarkin.com

We'll select one entry to win one of the few remaining bottle-poppers with a year's supply of bragging rights.

To improve your random chances of winning, please include your name, company name and mailing address.

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Barry Maher has graciously offered a copy of his great new book

No Lie - Truth is the Ultimate Sales Tool

for the winner of the brainteaser drawing. Barry's a great storyteller, and his books are easy to read, digest and put to good use.

More information about Barry's book here.

Quote of the Week back to top
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America is the land of wide lawns and narrow minds.

Ernest Hemingway (1899 - 1961)